BEAUTY CARE

Burt’s Bees’ Gud brand taps pop star Carly Rae Jepsen as first spokeswoman

BY Antoinette Alexander

NEW YORK — Millennial natural personal care brand Gud, a Burt’s Bees brand, has joined forces with pop singer/songwriter Carly Rae Jepsen. As the brand’s first spokeswoman, Jepsen will appear in a multimedia marketing campaign debuting this spring.

The gud brand launched in 2012 and has 36 body and hair care products across five fragrance platforms.

To date, the brand’s outreach efforts have focused on reaching its 20-something consumers through social media and on-pack QR codes. Its upcoming campaign will include print advertising in May issues of fashion, beauty, and lifestyle publications such as Glamour, Allure, and Cosmopolitan.  It will also continue to leverage digital and social media, engaging Jepsen’s social community of "Jepsies."

"We’re delighted to work with a rising star of such magnitude," stated Nick Vlahos, VP and GM of Burt’s Bees. "Carly’s vibrant spirit and genuine talent are inspirational to the gud consumer. She models a way of life reflective of gud’s cheerful personality and real substance."


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Coty, Puig end North American distribution agreement

BY Antoinette Alexander

NEW YORK — Coty and Puig S.L., a fashion and fragrance company, have mutually decided not to renew their distribution agreement in North America, which expires June 30. This decision is the end to a six-year partnership.

"After the strong and collaborative partnership Coty has enjoyed with Puig over the past six years, we are now at the stage where we need to fully focus on our own portfolio, which has grown bigger and stronger over the past years," stated Michele Scannavini, CEO of Coty Inc. "We are all proud of the great work we’ve done and results achieved with the Puig business, and we wish the company continued success in the future."

As a result of this decision, Coty Prestige will assume selling responsibility for the Coty Beauty brands that are distributed in prestige retailers, which are currently sold by a third party distributor.

"Puig is very appreciative of the support and the very positive results of the collaboration with Coty in the U.S. and Canada over the past years," stated Marc Puig, chairman and CEO of Puig. "Our business has more than doubled during this period. As a result the time has come for Puig to redefine a new approach to pursue growth in the North American markets."


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Gillette develops Sensitive Skin shave portfolio for men

BY Antoinette Alexander

NEW YORK — Procter & Gamble’s Gillette brand has announced the launch of the Sensitive Skin portfolio for men.

The portfolio includes:

  • ProGlide Silvertouch razor, featuring a silver handle and Gillette’s Fusion ProGlide platform;
  • New ProGlide Sensitive Shave Gel, featuring Gillette’s best razor glide (among aerosol gels), now for sensitive skin;
  • MACH3 Sensitive razor, with less feel of irritation, even on sensitive skin; and
  • Gillette Sensitive Disposables, featuring new artwork to communicate they are part of Gillette’s sensitive product portfolio.


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